Responsible Cafes general manager Jo Horsley said using a keep cup makes consumers feel better about their purchasing decisions.

The group, which encourages cafes to offer discounts to cafe go-ers, has had 4000 cafes sign up to to give customers incentives for customers to bring in their own cup.

“There’s a plastic lining inside the cardboard cup and what that means is when it goes to a recycling facility, it gets very confused, they don’t know what to do with it, it usually ends up in landfill,” she said.

“The (cafes that have signed up) save an average of about 35 cups from landfill per day by cafes.”